Everything is True, but in a Different Sense: a New Perspective on Qualitative Research
Leslie F. Collins Independent Consumer Research
I was in Nigeria doing qualitative research when the Americans first put a man on the moon.
I was doing work for Guinness at the time, and that evening happened to be walking along one of those unmade Nigerian roads with a young Nigerian man who was a Guinness sales rep and who was acting as my guide around drinking places, and the like. We had looked up at...